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PromZ Product Première 2026

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Seite 18 · Lieke Jans Stroomer wants Goodwill to be a reliable bridge between factory and trade

Exhibitors breepark breda

NAME

4you

Airbell

AirKing

A-Journal aloga

Alufrance

American Tourister

Amuse

Anda Western Europe

Araco International

Atlantis

ATMK

Ballyclare

Baltus Bloembollen

Bambook

Bata Industrials Europe

BBtoB

B&C Collection

Belkin

Benetec

BergHOFF Belgium

Berkeley Company

Bestex Fabricage

BIC GRAPHIC

Blackhawk Network

Blikvanger

Blokzeep

Blossombs

Bosscher International

Bottle Promotions

BOXID Nederland

BQS Textiles

Brabantia

BRAINZ

Brandt & Levie Worstmakers

Brickstone

Brievenbustaart.nl

Brinxx

Brisby

Businessball

Buttonboss

Cadeaubon.nl

Camelbak

Candlesphere

Candy Print Factory

Cardprotector

Care Concepts

CaseLogic

CHECK IN

ChocolaDNA

Circular & Co

Clipper Interall

Clique

Colorissimo

Commercial Sweets

WEBSITE

www.araco.nl www.clipperinterall.nl www.semacobv.nl www.a-journal.nl www.makeityours.me www.bbtobshop.nl www.samsonite.be www.clipperinterall.nl www.andapresent.com www.araco.nl www.stitchfield.nl www.atmk.nl www.ballyclarelimited.com www.bloembollengeschenk.nl www.clipperinterall.nl www.bataindustrials.com www.bbtobshop.nl www.primex.nl www.clipperinterall.nl www.yucandesign.com www.berghoff-belgium.be www.berkeleycompany.com www.bestexfabricage.nl www.blackhawknetwork.com www.bicgraphic.com www.blackhawknetwork.com www.blikvanger.com www.premium-square.com www.giftforgood.nl

STANDNO.

730, 731

730, 731

1204

730, 731

1313

1233

730, 731

1002

1334

www.bosscher-international.com www.bottlepromotions.com www.boxid.nl www.bqstextiles.com www.clipperinterall.nl www.thegift.nl www.brandtenlevie.nl www.araco.nl www.brievenbustaart.nl www.brinxx.nl www.brisby.nl www.businessball.nl www.buttonboss.com www.giftcardsgroup.com www.pfconcept.com www.maxim-benelux.com www.locobrands.nl www.secrid.com www.careconcepts.nl www.pfconcept.com www.inspirion.eu www.van-eker.nl www.clipperinterall.nl www.clipperinterall.nl www.newwavetextiles.nl www.colorissimo.com www.commercialsweets.nl

730, 731

1100

546, 643

546, 643

730, 731

730, 731

1118, 1218

NAME

Contigo

Correctbook

Corthogreen

Cosi

Cottover

Craft

Creado

Cutter & Buck

Daiber

Delft Blue Fragrance

Delsey Paris

Direct by Ayano

DistinQ

DTF Fabriek

DutchDex

Elasto

Elevate

Elinco Textielmachines

ERGA

Falcone

FARE

FastEditor fleQs

FMCG

Fruit of the Loom

Garmin

General Textile Production

GEYSER

Giffy

Gift for Good

Gift of Bricks

Giftcards.group

GiftNation

Gildan

Giving Europe

Global Bridge Group

Goldstar Europe

Goodwill Handelsonderneming

Gorfactory

GrafoTex

Gravotech

Groothandel Bernard Roerdink

Haen

Halfar

Happy Glass

Happz

Haribo

Hawk Commerce

Headwear

HelloPrint

Herschel

HMZ Fashiongroup

Hypon

ICO WEBSITE

www.clipperinterall.nl www.correctbook.com www.corthogreen.com www.cosi-fires.com www.texetworkwear.com www.newwavetextiles.nl www.inspirion.eu www.newwavetextiles.nl www.bqstextiles.com www.delftbluefragrance.com https://int.delsey.com/en-nl www.ayanodirect.eu www.semacobv.nl www.dtffabriek.nl www.premo.nl www.goodwillschijndel.nl www.pfconcept.com www.elincotextielmachines.nl www.bbtobshop.nl www.impliva.nl www.bqstextiles.com www.fasteditor.com www.fleqs.com www.imtradex.be www.primex.nl www.bottlepromotions.com www.textielproduction.com www.id.dk www.getgiffy.com www.giftforgood.nl www.giftsofbricks.com www.giftcardsgroup.com www.giftnation.nl www.hmz.nl www.givingeurope.com www.globalbridgegroup.eu www.simplygoldstar.com www.goodwillschijndel.nl www.roly.eu www.grafotex.nl www.elincotextielmachines.nl www.roerdink.nl www.ballyclarelimited.com www.bqstextiles.com www.clipperinterall.nl www.happzstyle.nl www.commercialsweets.nl www.blackhawknetwork.com www.texam.nl www.helloprint.com www.pfconcept.com www.hmz.nl www.hypon.eu www.bbtobshop.nl

STANDNO.

730, 731

924, 1024

1118, 1218

1118, 1218

546, 643

1230

1233

1130

1232

1030

100, 200

1230

1210

1204

730, 731

1240

546, 643

1030

Seite 19 · Lieke Jans Stroomer wants Goodwill to be a reliable bridge between factory and trade

‘I don’t like being in the spotlight’

"One thing that came over from Canada, and which I think is a very nice and valuable product, is the `Senior Focus' box."

Senior Focus

Can you give some examples of products that really stand out to you?

“One thing that came over from Canada, and which I think is a very nice and valuable product, is the ‘Senior Focus’ box. It is a simple yellow lunch box with Senior Focus printed on it in full colour. It is offered through the government and is intended for elderly people and people in need of care. It comes with a form that the recipient has to fill in together with a family member or doctor. For example, the names of contact persons, blood type, medication use, allergies, whether the person has a pacemaker, that sort of information. There is also a sticker that has to be placed on the front door. The lunch box is always stored in the fridge. If something happens to this person and care workers or emergency responders receive a call, they see the sticker on the front door and can go straight to the fridge for further information. It is a very simple product, and it saves lives. That makes me happy. In Belgium, this product is doing very well. I am still waiting for a Dutch distributor to pick it up!”

Do you have a vision for the future of Goodwill?

“Apart from wanting to continue as we are now, we are ‘busy’ with our son Gijs. He has a marketing agency in Den Bosch and may also be interested in working together in the future. But he is only 23, and for now he simply has to do his own thing. Our daughter Eva is 20 and studies psychology in Tilburg, so that is a completely different direction. But never say never…

Just as I used to do everything together with my father, I would like to keep it that way now too. The trust between us and the factories is strong, and we work well together. What I notice is that I no longer lie awake worrying about the company as much. I think that has to do with age; at some point you become a bit calmer and more relaxed. With my father, I eventually saw that he was becoming too old for this trade, and I can understand that. Sometimes you feel a bit chased, but these days I increasingly think: it will work out. And it always does!”

Modest

How are the roles divided between you and your husband?

“Roel and I are both owners, so as life partners that is quite special. In terms of the division of roles, we both do sales, but I am more visible and, for example, visit trade fairs, customers and factories, while he takes care of the backoffice here. I am the face of the company, although I don’t like being in the spotlight. I am modest by nature; even this interview is already quite something for me… I always think: I’ll just do my thing.”

What do you enjoy doing most?

“I really enjoy customer contact. For example, getting a new online webshop as a customer and getting to work with them using as many beautiful products as possible. Or when something I initially did not expect much from turns into a very nice contact and a new collaboration. We serve both smaller companies such as Bovi and Pronel, whom my father already worked with, and larger ones such as PinkCube, Keiretsu and Kick and Rush. I am also currently in the early stages of a collaboration with PromoCat. It took a number of years before I managed to get Elasto ready to take that step. Something like that requires patience and a lot of coordination with Germany, and that gives me energy too.”

Your office at home. How do you manage working hours and free time?

“We simply start at eight in the morning here, just like in any office. Sometimes I work in the evening or on a Sunday morning, and of course work also comes up at the dining table, but you do have to set boundaries. What is also important is that each of you continues to do your own thing. I also saw with my parents that working together in the company goes well if you also keep doing things 8

In dieser Ausgabe

  1. Who says what11
  2. Supplier vs Intermediary12
  3. Lieke Jans Stroomer wants Goodwill to be a reliable bridge between factory and trade14
  4. relationship23
  5. Martijn van Rooy: “We are not an alternative to the full-size bottle. We are a discovery and marketing channel.” Parfumado is now entering our market too28
  6. The secret of Prodir32
  7. Carryon sharpens product focus under new owners39
  8. The Polish power behind European production43
  9. The quality of Glasmark45
  10. Guapa Clean Up: conscious production, targeted personalization47
  11. NOEX: reliability for generations49
  12. Lanyard Pro: lime green guarantee51
  13. DOTHAT creates53
  14. Bage4U: quality, flexibility, and production close to the European customer55
  15. Asgard57
  16. Tea bags in every shape imaginable59
  17. Tomadex S.C. launches its own sportswear brand KEEZA: fan merchandise and professional teamwear from a single production environment61
  18. Zooksy custom socks63
  19. Essential factors for a successful embroidery design64
  20. The psychology behind price68
  21. Next Gen: Demi Oomen, Florisgifts73
  22. Column Rob Looye77
  23. PPP79
  24. The vision of newly appointed PPP chairman Pieter Bosscher81
  25. Top or Flop83
  26. What are the expectations for The Supplierdays85
  27. What do recent studies on the effects of marketing for sustainable products mean for the marketing of pro- motional clothing and workwear?91
  28. New ProductZ94
  29. NoteZ103